Speaker 1: You're listening to Amma Mia podcast. Mamma Mia acknowledges the
Speaker 1: traditional owners of land and waters that this podcast is
Speaker 1: recorded on. Whoever said orange is a new pink with
Speaker 1: seriously disturbed.
Speaker 2: Laurels for spraying groundbreaking?
Speaker 3: Oh my god, you have.
Speaker 2: To do it.
Speaker 1: You live for fashion. Hello, and welcome to Nothing to Wear,
Speaker 1: the podcast that solves fashion problems and levels up your wardrobe.
Speaker 1: I'm Lee Campbell and every week I chat to an
Speaker 1: expert who helps us work out how to get more
Speaker 1: out of the clothes we already own and tells us
Speaker 1: exactly what is and isn't worth adding to our wardrobe. Now,
Speaker 1: in case you missed it, last week, I got to
Speaker 1: chat with Lucinda Perquat, a true expert in trend forecasting,
Speaker 1: and we got to the bottom of what really makes
Speaker 1: a brand call. Lucinda had so many incredible insights that
Speaker 1: I had to ask her back again. We couldn't fit
Speaker 1: it all in one episode. So this week we're unpacking
Speaker 1: how to actually find these cool underground brands. Endorsements add
Speaker 1: to the it factor, and of course we're going to
Speaker 1: finish off with Bougie and budget and this week it's
Speaker 1: Cool Brand addition, how do you discover all these newer
Speaker 1: upcoming brands? Is it your algorithm? I mean, I know
Speaker 1: it's your job, but call feels underground and a bit secret.
Speaker 1: So how do you find what ends up on your radar?
Speaker 3: It's just algorithm, but reading as well, and also just
Speaker 3: choosing a category.
Speaker 2: So recently I've been spending a bit of time on
Speaker 2: surf culture.
Speaker 1: You're so funny with your categories. You choose shorts for
Speaker 1: the week, for the week, I mean, it's quite clever
Speaker 1: rather than my scattered thoughts.
Speaker 2: But then, but I am such a TYPEB person. I
Speaker 2: know I'm sounding a little bit ach No.
Speaker 1: I like that, So you'll go deep on it, like
Speaker 1: on subset, Yeah.
Speaker 3: And discover people because this is going back to that authenticity.
Speaker 3: You can't fake being part of that subcultural brand. So
Speaker 3: I actually think there's an opportunity, a niche within someone
Speaker 3: creating an Australian surf around at the moment. And just
Speaker 3: because I identify that doesn't mean I'm necessarily the right
Speaker 3: person for it. No, because I don't know anything. I've
Speaker 3: bought a surfboard once watching Crush, never used.
Speaker 1: It, so that leads me to this. I think you've
Speaker 1: answered it in your opinion. You can't manufacture coolness.
Speaker 3: It's like the marketer or the consumer, so you can.
Speaker 3: I don't think it's going to be as successful or
Speaker 3: most likelihood of it succeeding. It has happened. So for example,
Speaker 3: slightly off category, but an espresso. I always love using
Speaker 3: this as an example. They're capsule pods. They've got George Clooney,
Speaker 3: big budget behind them. Him is the face in terms
Speaker 3: of the product. It's not like the best coffee you
Speaker 3: can get on the market. But using him and the
Speaker 3: idea that sort of challenging different product idea and how
Speaker 3: you use it made it cool and true.
Speaker 2: Son.
Speaker 1: Then when you go to a Westfield, you know how
Speaker 1: the top floor is always the fancy boutiques in espresso
Speaker 1: stores up there, like, which makes it feel premium. It's
Speaker 1: positioning right.
Speaker 3: Consumer ad is where it's coming from, that cultural relevance, so.
Speaker 1: That's probably more authentically cool other than paying money to
Speaker 1: buy a celebrity to make it cool.
Speaker 3: That's right, and I don't think it's ever a last
Speaker 3: forever New Balance. They were the ones like that was
Speaker 3: a Daggy so Daggy? What was that movie with Ryan Gosling.
Speaker 1: Oh why not crazy stupid love, crazy sexy love, crazy
Speaker 1: stupid love.
Speaker 3: Yes, so and he actually threw them over the balcony. Yeah,
Speaker 3: because they were cool. Yeah, but it was from that
Speaker 3: whole gorpe core. It was consumer lad. I remember it
Speaker 3: was Leon and Lo DiCaprio was one of the first
Speaker 3: people to wear it, and then Haley Beaver Bella hadid
Speaker 3: started wearing this shoe and it was consumer driven, which
Speaker 3: made it cool. Whereas Tom Henshaw, who's the director of
Speaker 3: Lifestyle and Marketing in the States, he said he never
Speaker 3: anticipated them popping off to be a thing, right, So
Speaker 3: they were two thousand and six, were just soul inserts,
Speaker 3: orthotic inserts.
Speaker 1: Isn't that insane?
Speaker 2: They didn't want to be cool, No, and.
Speaker 1: Now they're pretty happy they are. We're going to get
Speaker 1: into Bougian budget in a moment, because honestly, I could
Speaker 1: talk to you for ten years. But that leads me
Speaker 1: into my last question. Celebrities influences. You've just kind of
Speaker 1: illustrated how that can make a brain and skyrocket. Do
Speaker 1: you think that as a regular consumer listening? I mean,
Speaker 1: some people love to emulate what people in the public
Speaker 1: eye are wearing. Do you think that can be detrimental
Speaker 1: to a brand if it feels like to product placement
Speaker 1: or sold out. What role do you reckon Celebrities and
Speaker 1: influences play in this space.
Speaker 2: Yeah, a lot.
Speaker 3: They play a huge role. We saw it with Crocs
Speaker 3: even that was an example of like a daggy chow.
Speaker 3: Do you feel about crocs? I've never worn them. I
Speaker 3: don't know, mind eventually I tried.
Speaker 1: I mean they're very comfortable. Unfortunately I thought it would
Speaker 1: feel like walking in a bucket, but they're very comfortable.
Speaker 3: Yeah, but it was justin Bieber. It was around that
Speaker 3: whole functional style and trend. He was wearing the yellow
Speaker 3: ones and that's sort of what took.
Speaker 1: So.
Speaker 3: Yeah, celebrities, whether it be naturally through their stylist or
Speaker 3: themselves or paying someone to wear it. Back to Subie,
Speaker 3: they've paid Kendall Jennet where there's but it's about relevancy
Speaker 3: and that was a few years ago. But in terms
Speaker 3: of maybe smaller brands and influencers, it's like do you
Speaker 3: want brand awareness or do you want to.
Speaker 2: Try and be cool? Because they're very different objectives.
Speaker 3: If you want to seed out to every influencer, you
Speaker 3: know it dilutes that brand identity of who you are, So.
Speaker 1: The calls doesn't always equal cash if you're a business owner.
Speaker 3: Right, yeah, So having maybe three muses and she if
Speaker 3: they really live and breathe the brand, or however many
Speaker 3: you want, and just they're the ones wearing your product, yes,
Speaker 3: and you're right cool doesn't it's not necessarily commercially. It
Speaker 3: can be, but it just depends what your objectives are.
Speaker 1: Agreed. That's funny that you mentioned the seeding of celebrities.
Speaker 1: I'm ninety nine percent sure it was Aaron with Triangle,
Speaker 1: Aaron Deering who launched Triangle back in the day social
Speaker 1: media was kind of very new, and she very cleverly
Speaker 1: gifted every one of Kendall Jenner's friends, but not Kendall Jenner.
Speaker 2: Yeah, the Kendall Jenner effect.
Speaker 1: And then so Kendall was like what and then reached
Speaker 1: out and was like hi, or maybe she bought some.
Speaker 1: And then when Kenda wore them because she felt she
Speaker 1: had fomo, bam love it.
Speaker 2: It works so well.
Speaker 1: I don't know what happened to thought of that. Also,
Speaker 1: I hope these celebrities just buy their own bloody coats.
Speaker 1: How do people get their address and how do they
Speaker 1: go through all their mail?
Speaker 3: There's also the other switch side of that, so if
Speaker 3: you're really trying to curate a brand. Beckham Bridge this
Speaker 3: was always like a story circulating around fashion, but they
Speaker 3: saw when can you imagine a time when Kim Kardashian
Speaker 3: wasn't cool and you wouldn't want her wearing your stuff?
Speaker 3: So this would have maybe in two thousand and six,
Speaker 3: Ish was wearing a Beckett and Bridge dress and they
Speaker 3: contacted the stylist to say, can we not do that?
Speaker 2: Because by brand so it can work both ways. You
Speaker 2: want to be curating who's wearing your stuff?
Speaker 1: Yeah, but you know what, if someone buys it wants
Speaker 1: to wear it, you can't stop them. And good on that.
Speaker 1: It's very expensive. How wondre the percent? Okay, so bougie
Speaker 1: and budget. This is a really hard one to bring.
Speaker 1: But we're going to bring brands that we think are
Speaker 1: call mm hmm. Call is different to everyone. I mean,
Speaker 1: my mum is almost eighty and we go shopping and
Speaker 1: she goes, oh, I'm not going to that old lady's store.
Speaker 1: She just loves seed and country road and jag and
Speaker 1: to me on a nearly eighty year old. That's cool.
Speaker 1: So Call is different to everyone, so true. Let's recommend
Speaker 1: some brands that we think are call. Do you want
Speaker 1: to start with something fancy or not so fancy?
Speaker 2: I'll do fancy.
Speaker 1: Yeah, let's go bougie too, Yeah, yeah too, give me more,
Speaker 1: give me more.
Speaker 2: The one I mentioned the Whales Bonner.
Speaker 3: I think that's just a new if you're wearing it,
Speaker 3: even in Australia, I don't think she's really over here.
Speaker 1: Yeah, I'm going to go.
Speaker 3: So she's interesting, same sort of price point. Maybe is
Speaker 3: like an aerondearing.
Speaker 1: Okay, that's fancy, that's fancy. But now but tailoring. Yeah, okay,
Speaker 1: what's your other one?
Speaker 2: My other one? This one's sort of playing into that storytelling.
Speaker 3: Have you heard a redone where they redo an upcycle
Speaker 3: Levi denim they're on I think they're on revol I
Speaker 3: love this sustainability factor. Yes, but they just reshape old
Speaker 3: Levi's and you're playing into that legacy.
Speaker 2: You're buying into that lead.
Speaker 1: Yeah, like heritage brand coolness.
Speaker 2: But reshaping them and redoing them and then they're unique.
Speaker 2: Ye're just that cool story behind it. So that's redone
Speaker 2: that iss whatever.
Speaker 1: Yeah, that's another good point is that the circular economy
Speaker 1: has never been bigger luxury resale thrifting, and that is cool,
Speaker 1: and you can't manufacture that really except for Redone the
Speaker 1: works that out. But you know, you go into a
Speaker 1: lot of stores now and there's even like a department
Speaker 1: store there's a reloved section and it's just so good
Speaker 1: because I think that is the epitome of coolness. Because
Speaker 1: the items are unique, you're saving them from landfill, they're
Speaker 1: generally more affordable.
Speaker 3: That's I think the way in terms of trend forecasting,
Speaker 3: where brands will need to go, they'll need to have
Speaker 3: this sort of wardrobe higher section as.
Speaker 2: Part of what they offer.
Speaker 3: Yeah, I agree basically what we're all doing online with
Speaker 3: Facebook Marketplace.
Speaker 1: Yeah, Like I'm trying my hands at deep Off at
Speaker 1: the moment. It's a minefield, but instead of selling stuff bystop. Yeah,
Speaker 1: it's so good, all right. My Bougie is a brand
Speaker 1: that I don't know how to pronounce. I should jwp
Speaker 1: pie Pei. It is a brand out of LA twenty
Speaker 1: eighteen I dis covered a few years ago. I was
Speaker 1: actually overseas in a department store and because it was
Speaker 1: the department store, I thought it was really expensive for
Speaker 1: fancy handbags. And then again I went overseas last year
Speaker 1: and I finally looked and I was like, these are
Speaker 1: not as expensive as I thought. Now they're on the iconic,
Speaker 1: so it's still expensive. Like I bought a beautiful fake suede,
Speaker 1: but like big Olive Green beautiful bag, it came yesterday,
Speaker 1: so there were around the sort of smaller bags are
Speaker 1: like one seventy. Bigger bags are like two two fifty.
Speaker 1: You look at their branding and it looks I mean,
Speaker 1: they've got one point five million followers, so they're definitely
Speaker 1: not underground. But it's just really cool architectural shapes, amazing branding. Also,
Speaker 1: what's cool at the moment is not going and getting
Speaker 1: your big logo or six thousand dollar bags.
Speaker 2: I've seen that, aren't we Yeah.
Speaker 1: It's almost the quiet luxury in that it's just a beautiful,
Speaker 1: well made bag that might be one hundred dollars up
Speaker 1: to you know, six hundred and seven hundred dollars. But
Speaker 1: I feel like a lot less people are going for
Speaker 1: that designer bag statement because it's not quote unquote cool budgets.
Speaker 1: So what's cool for you in the lower end. This
Speaker 1: is even harder.
Speaker 3: I think I was gonna say, I was actually gonna
Speaker 3: recommend someone I follow on deep hop.
Speaker 1: Yeah, okay, great, Yeah, I'm gonna follow.
Speaker 2: The way back where.
Speaker 3: And I actually think this has become her full time job,
Speaker 3: like just deep.
Speaker 2: I've bought some really cool R. M.
Speaker 3: Williams sort of shorts, like she's cut into bidmudle length shorts. Cool,
Speaker 3: and I've bought a couple of other like I got
Speaker 3: this raffler and playing into that whole country club vibe.
Speaker 3: But it's not all preppy. She has some like nice
Speaker 3: vintage things, and she's and she's Australian and yeah that.
Speaker 1: Circular economy an Australian business. Really she actually travels the
Speaker 1: world looking for things.
Speaker 3: And she had this really cool denim jacket that had
Speaker 3: an old ski pass in it.
Speaker 2: From like the eighties. So there's some nice story and
Speaker 2: isn't that a cool story? That's a story you want
Speaker 2: to tell about.
Speaker 1: It totally, And you know that's a brand of itself.
Speaker 1: It's fashion. She's not making it, but it's still a
Speaker 1: fashion brand and that's what.
Speaker 2: She does with. Yeah, it's so way back where.
Speaker 1: You're spending all my money, Okay, mine, I wanted to
Speaker 1: bring something affordable, but it's hard to think of cool affordable.
Speaker 1: There's a lot of amazing Aussie brands that are affordable.
Speaker 1: And then I thought, you know what's different and unique
Speaker 1: that's still in like this price bracket is verg Girl. Yeah,
Speaker 1: I'm wearing I'm wearing their skirt this morning. I love that.
Speaker 1: I go on to all the websites and like you
Speaker 1: were saying before, everything feels a little bit same same Zye.
Speaker 1: You know. You see, of course Burgundy is everywhere, but
Speaker 1: you see the same sort of linens in summer from
Speaker 1: all the affordable brands and this and thats Verge Girl
Speaker 1: is Australian. I think my skirt was ninety nine dollars,
Speaker 1: not that people can see what it is, but it's
Speaker 1: a bit sort of bohemian. How do you summ It's
Speaker 1: got personality.
Speaker 2: Yeah, and I even a bit more like resort style.
Speaker 1: Yes, it is resorts style. It's almost like if Dish
Speaker 1: went on a holiday, if that makes sense. I do
Speaker 1: get a lot of their stuff in summer, but even
Speaker 1: in winter they do beautiful sort of like knit sets.
Speaker 1: They are just like I'm just on their website.
Speaker 3: Now, skirt, you're wearing reminds me of the og Glory days.
Speaker 2: Alison'call. Yes, so it's this.
Speaker 1: I'm wearing this floor length Maxi skirt with Sequini with
Speaker 1: light blue. I had a guest to talk about this
Speaker 1: skirt six months ago on the show and it was
Speaker 1: sold out and then I stalked. I emailed them and
Speaker 1: I was like, hi, and they're like, we're not getting
Speaker 1: a back. It's only if their f there's a return.
Speaker 1: They have sensory stopped because so many people wanted it.
Speaker 1: And I literally checked to the website seven hundred times
Speaker 1: a day and someone returned my size and I bought it.
Speaker 1: But you know, I'm just on their website at the moment.
Speaker 1: They've got really cool like beautiful widely lace pants ninety
Speaker 1: nine dollars. I mean, I know, laces everywhere, but it's
Speaker 1: just not that cookie cutter mass s brand that you'll see.
Speaker 1: Everything's like a hundred bucks.
Speaker 2: It feels fun.
Speaker 1: It feels fun. It's personality, and you know, if that's
Speaker 1: not your whole vibe, you just mix and match some
Speaker 1: of their pieces with, you know, like I do with
Speaker 1: my Zara and my h and m my Uniglow and
Speaker 1: I just it's got a bit of personality. Love it.
Speaker 1: You're a genius. You're like a walking branding encyclopedia.
Speaker 2: It's so nice to be on here to talk about it.
Speaker 2: I try to talk to my husband when he gets
Speaker 2: home from I don't care about that.
Speaker 1: My husband sells private health insurance. He tries to talk
Speaker 1: to me about that.
Speaker 2: That's worse.
Speaker 1: Thank you for joining me. Will you come back again soon?
Speaker 1: I'd love that absolutely love that was amazing. Thank you,
Speaker 1: thank you, Thank you for listening to Nothing to Wear
Speaker 1: And don't forget. There's a wonderful free newsletter that will
Speaker 1: land in your inbox. Just go to the show notes,
Speaker 1: click the link and sign up. See you next week.
Speaker 1: This episode was produced by Molly Harwood, with audio production
Speaker 1: by Lou Hill